Martini invests in new campaign logo tweak

Martini has invested approximately €10m on broadcast, print and digital marketing with a re-tweak of its design in the works.

The brand says it has a strong commitment to the ball and bar motif and want to incorporate it further across marketing and products.

As part of its #BeginDesirecampaign, Jake Scott of RSA Films directed a number of versions of films for different markets, shot on location in Rome.

Sandy Mayo, Martini senior global category director said: “We are exploring options as we look ahead to 2015. This [motif] is reflected in our digital work and we will see a real manifestation of that in 2015. In the #BeginDesire film with the use of the iconic Martini sign, you see a potent expression of this. We’d like to see that in every city."

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One of the main attractions of social media is that it allows individuals and small businesses a platform from which they can shout loudly, without the need for the big-buck budgets that the global companies can call on.